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Brand Strategy |
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Honeywell’s Master Brand | Honeywell has adopted a modified master brand strategy, in which the majority of the company’s business units, products and services are branded “Honeywell.” Nearly all of the company’s businesses, products and services are branded with the well-known Honeywell Master Brand as their primary identifier.
Within its master brand architecture, Honeywell supports a variety of sub-brands, product brands and services brands that are well-known identifiers in their respective markets. In all cases, these brands are secondary to the Honeywell Master Brand.
Honeywell also supports sixteen Honeywell Standalone Brands, which have excellent recognition, brand equity and value in their specific markets. These brands are supported and managed independently of the Honeywell Brand Management System and the Honeywell Visual Identity System. They have their own logos, brand colors and identity standards. In some cases, they have their own architecture of sub-brands, product brands and service brands.
In addition, Honeywell maintains and supports a collection of Honeywell Endorsed Brands. These brands are co-branded with the Honeywell name. They have their own logos and brand colors, and in some cases, have their own identity standards. In most promotional uses, the endorsement line, “by Honeywell,” appears below the brand logo.
Click here to view approved Standalone and Endorsed Brands. |
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